Council said they are progressing the development and staged rollout of a draft destination marketing campaign entitled “Enjoy Every Piece of Junee” which was put to Councillors at Tuesday’s meeting.
Designed in partnership with Rolfe Marketing and aligned to Council’s broader visitor economy objectives, the campaign seeks to unify Junee’s tourism messaging and improve year-round visitation. Council said it also responds directly to the actions within the Junee Shire Visitor Economy Action Plan and the strategies outlined in the draft “Making Tracks” 2040 Community Strategic Plan.
Council developed a report that provides an update on campaign delivery, alignment with strategic policy and the marketing tools being made available to local businesses. It also outlines how the campaign content and brand identity will support tourism growth through seasonal messaging, shared visual assets, event promotion and digital engagement.
Council said, “In response to increased competition across regional visitor markets and the need for coordinated messaging, Council commenced work on a place-based tourism brand for Junee. The “Enjoy Every Piece of Junee” campaign has been created as a platform for local operators, Council-led marketing and event-based promotions.”
Drawing inspiration from Junee’s iconic attractions and diverse experiences, the campaign uses a unified brand, photography, social media tags and written narratives to support both physical and digital engagement.
“The report discusses an introduction of internal way-finding and visitor signage which was identified as a strategic priority during previous tourism workshops facilitated by Nathan Pratt and formally supported by Council.
“This signage initiative is not primarily aimed at increasing visitation to Junee, but rather at enhancing the visitor experience once they arrive, encouraging exploration of multiple attractions across the Junee LGA.
“The core objective is to guide and inform visitors about the breadth of experiences available, with a view to extending their stay. Increasing the average length of stay is a well-established goal in tourism development, as it correlates directly with higher visitor expenditure across accommodation, dining, retail and local experiences.
By effectively showcasing Junee’s key attractions through clear, branded internal signage, Council aims to support this outcome and strengthen the economic contribution of tourism to the local community.”
A review of visitor engagement data was undertaken to identify the most prominent and highly rated visitor attractions within the Junee LGA. This assessment incorporated publicly available metrics from Google and TripAdvisor, enabling an evidence-based understanding of both popularity and visitor satisfaction.
Based on this analysis, the following attractions consistently rank among the best-performing in the Junee LGA:
• Junee Roundhouse Railway Museum
• Junee Junction Recreation and Aquatic Centre
• Junee Licorice and Chocolate Factory
• Broadway Museum
• Junee Golf Course
“These attractions represent key drivers of tourism activity and play a critical role in shaping the visitor experience, encouraging extended stays, and contributing to the local economy.”
In October 2024, Council received a formal presentation on the Junee Shire Visitor Economy Action Plan, which included detailed information on the proposed approach to internal visitor signage. Councillors were presented with an initial signage design concept and provided feed-back, which was subsequently incorporated into revised design iterations.
“Further consultation occurred in December 2024 during Council’s end-of-year business celebration event. As part of a broader update on Economic Development and Visitor Economy initiatives for the calendar year, stakeholders were briefed on the progress of key tourism marketing activities, including enhancements to highway billboard advertising and the refinement of internal visitor signage concepts. This staged consultation approach ensured alignment with both community expectations and Council’s strategic tourism objectives.”
Council has signalled a clear preferencefor driver-orientated way-finding signs. As such, a further review of proven design treatments suitable for the Shire’s internal visitor signage was undertaken. Feedback from suppliers indicates each sign will cost approximately $4,000 to make (depending on the size and design) plus installation according to Council.
“The Enjoy Every Piece of Junee campaign represents a critical step in modernising and unifying Junee Shire Council’s tourism marketing efforts. Staged activation will continue through 2025–26, with ongoing monitoring and engagement with participating stakeholders.”
-Jack Murray
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